New Study Finds Amazon Is Now The #1 Brand Among Moms Of Kids Aged 6-12

More Moms Skipping Brick-and-Mortar Stores

24 Nov, 2015, 12:51 ET from Smarty Pants, LLC

NEW YORK, Nov. 24, 2015 /PRNewswire/ -- If recent research findings are a predictor of moms' holiday shopping behaviors, Amazon will post the biggest wins of the season.  The brand is now the most loved brand among moms of children aged 6-12, topping the list of 283 family-friendly brands assessed in an annual brand tracking study conducted by Smarty Pants, a leading market research firm.

Rising from the #10 position in 2014 and gaining in Momfinityyear over year, Amazon surpasses giants like Disney, Oreo and Nike to clinch the 2015 title. The gap between Amazon and key retail competitors Target and Walmart is widening, with Target and Walmart falling further behind the new leader by 34 and 87 Momfinity points, respectively.

Moms are drawn to the convenience and low prices of Amazon, as well as the fact that they can get "almost everything" with just a few clicks. As a mom of a 9-year-old girl summarizes, "I love all the choices of products, Amazon Prime with its 2-day free shipping, and making wish lists so I can grab stuff when prices drop.  I love shopping in my pajamas without dragging my kids to stores."

With innovative, on-demand services including Amazon Prime Now and Amazon Dash, the retail giant is making parents' lives easier, which is winning their loyalty. These shopper-friendly interactions give moms all the more reason to skip brick-and-mortar stores this holiday season and beyond.

Dr. Michelle Poris, head of quantitative research at Smarty Pants explains, "Amazon is meeting the needs of contemporary moms. The brand is removing the two main drawbacks of online shopping – shipping costs and wait times – and expanding services like Amazon Instant Video that extend the brand to mean so much more than shopping."

TOP 25 BRANDS AMONG MOMS OF 6- TO 12-YEAR-OLDS, 2015


RANK

BRAND

MOMFINITY SCORE

1

Amazon

872

2

Reese's

867

3

Oreo

866

4

Disney

865

5

Netflix

865

6

Hershey's

862

7

Crayola

862

8

Google

859

9

M&M'S

852

10

LEGO

848

11

Scholastic

840

12

Kit Kat

838

13

Target

838

14

Nike

836

15

Snickers

833

16

Disney Channel

828

17

Honey Nut Cheerios

826

18

Lay's

825

19

Doritos

825

20

Goldfish

822

21

Minions

821

22

Tropicana

820

23

Cuties

818

24

YouTube

817

25

Pringles

817

 

Methodology
Young Love is a brand equity tracking study conducted online among a representative sample of U.S. households with children aged 6-12. In 2015, 7,054 children and their parents evaluated 283 consumer brands across more than 20 categories as part of the three-month study. Momfinity™ scores are a composite measure on a scale of 0-1000 that factor in brand awareness and love among decision-making parents.

About Smarty Pants
Smarty Pants, LLC is a market research consultancy with offices in New York, San Diego, Boston and Johnson City, Tenn. The firm conducts youth and parent research and guides marketers on brand positioning, new products and consumer trends. For more information on Smarty Pants and the Young Love study, visit www.asksmartypants.com.

Contact:

Amie Owens | 617.653.7137


aowens@asksmartypants.com

 

SOURCE Smarty Pants, LLC



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